About the 85% Niche
An exploration of why women could not be treated as a narrow consumer segment.
The 85% Niche began with a challenge to the word niche. Its 2016 introduction described women as a broad group with many cultural backgrounds, ages, lifestyles and buying decisions. The point was not to flatten those differences into one audience, but to ask how a brand could become more relevant to each person it hoped to reach.
A wider view of the market
The original site named Black, White, Hispanic, Asian, Middle Eastern, Eastern European, Native American and bi-cultural or bi-racial women as part of that breadth. It argued that meaningful marketing starts by listening across those experiences, rather than applying one generic portrait of a female buyer. That principle shaped its Leading Voices series and its approach to brand work.
The work behind the idea
The historical Services page set out brand consultation, communication, promotion planning, retail experience, supplier integration and community engagement. Those were presented as connected parts of a business plan: learn about the audience, consider where the brand meets her, and make the message and experience coherent.
Read the collection
This site gathers the visible structure and ideas of that period. Start with Miriam Muléy’s profile, follow the journal or move through the categories in Leading Voices. The older market figures in the articles belong to their historical moment; they are not current measures.